Advertising Spending Patterns and Competitor Impact
Wednesday 06.03.2019 at 13:00 CET (GMT 12:00)
Duration 60 minutes
In most industries, brand managers do not advertise continuously. Instead, advertising is switched on and off systematically, a phenomenon often referred to as pulsing. Moreover, spending levels vary considerably across periods when brands do advertise.
Insights are based on the analysis of advertising spending for 370 CPG brands in 71 product categories over a four-year period.
The presentation shows dominant advertising patterns in the industry, the impact of different channels on these patterns and the relationship with competitive spending. We will also hear evidence which types of advertising investments are best suited to insulate brands from competitors’ actions and to boost sales.
Associate Professor of Marketing , University of Groningen